Coworking as new infrastructure to support russian innovative business

Innovations management

The study considers coworking, which is a relatively new concept for the Russian market. The history of appearance and dynamics of development of the main elements of the innovation infrastructure are briefly reviewed. The issues of formation of the global industry of coworking and their popularization are touched upon. The essence of the concept of coworking, its advantages in comparison with other elements are revealed. The significance of this concept in the modern world is justified. In this article, сoworking is presented as one of the components of an effective innovative infrastructure, its place is defined. A modern business model of coworking is developed for the conditions of Russian reality, for which various behavioral models of its residents are analyzed in detail. The conditions for effective functioning of such models are formulated. The discrepancies in the terminology of the concept of coworking are analyzed. Analysis of the applicable terms in Russian and English is carried out. It is proved that the marketing approach prevails both in the creation and in the description of the elements of innovative infrastructure, which means that the key requirement is attractiveness of the object for potential customers and investors. Only coworking satisfies the requirements for wide and convenient horizontal interaction of residents, free entrepreneurs working in the field of innovative business. Coworking is presented as a phenomenon that reflects a certain stage in the development of the infrastructure for supporting a small, usually innovative business. A good adaptation of the coworking model in Russia and the public interest in it are shown. We have considered different behavioral patterns of coworking residents that are directly experienced by users. The problems of adaptation of small and medium-sized businesses to lack of office infrastructure in connection with the development of business mobility are described, when using infrastructure turns from a permanent function over a long period of time into a function that can be considered discrete. The conditions are described under which authorities should be interested in organizing PR promotion of coworking in the regions in order to attract new entrepreneurs and customers for residents of coworking. The possibility of using coworking as a platform for posting relevant information on the state order and holding events aimed at attracting residents to carry out projects in the interests of government bodies and state organizations is shown. Effective use of coworking as an infrastructure element to support innovative business has been proved.